Freespee Finds: The Impact of Technology on the Automotive Brand/Dealership Relationship

Freespee Finds

Freespee Finds: The Impact of Technology on the Automotive Brand/Dealership Relationship

Find out the 4 main reasons why car brands are only 40% satisfied with their lead management.

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Freespee Finds

Out of sight, out of mind: the issue with lead visibility.

  • Little visibility over how leads are managed thanks to diversity in retail operations.
  • Dealer and OEM often have different ideas of what a qualified lead looks like.
  • Data integration across different digital systems has never been so important.
  • OEM follow-ups mean stepping on dealership toes

Freespee Finds

Re-think the business model or improve the technology solutions supporting it?

  • Will direct selling become the dominant model and reduce the role of dealerships?
  • 5-6 car brands are already running pilot projects in direct selling
  • Data quality: technology isn’t the problem, it’s about process
  • Quality vs quantity: the challenge is early in the Marketing Funnel

Freespee Finds

Connecting different systems to map out the customer journey

  • Data is spread out and inconsistent because of technology or human error
  • Bringing offline and online touch points together in one single dataset
  • Ensuring frictionless customer experience, from online to the dealership

Freespee Finds

Middle of the road is never the best place to be: embracing the partnership is the best way forward

  • Greater integration of technologies used by OEMs and dealers
  • An integrated approach should be commercially favourable to both sides
  • Closing the loop on the entire journey removes friction and builds trust

“As ever, there is an inherent belief, within salespeople, that a centrally generated sales lead is not as good as the one that they have generated themselves. I strongly disagree, because if a customer’s gone to a website and said, ‘I’m interested in having a test drive in this car,’ it couldn’t be much better than that.”

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